Companies don’t realize that starting a community is a commitment. You can’t get people to move in and hand over their time and attention and then just one day decide to close.
Mattel is shutting down its American Girl Club and our daughter is rightfully upset. She joined the community and made friends there and now Mattel is pulling up and leaving town. Because of the anonymity features of the community, this means that thousands of friendships are suddenly cut off; they communicate only through the club. It’s like putting up a Berlin Wall around third grades the world around. That’s the worst of it. Mattel also took parents’ money to set up this club. They are offering prorated refunds or issues of their magazines. But in the land of communities, that’s like taking away homes and mortgages, for it’s not the company’s community but the members’ community. This is a case of online eminent domain. Of course, business happens; obviously, it wasn’t paying to keep the club open. But I’ll bet that Mattel — like other companies — didn’t know the obligation it took on when it started this community and the damage it does to its brand shutting it down.
Toy companies should not be in the business of making children sad.
: LATER: Rex Hammock goes meta on Mattel.